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In this class, Jay Acunzo of HubSpot will "demystify content." Learn how to hone in on the right content strategy for your company. (Spoiler alert: it needs to be all about people.) Through workshops and examples, you'll practice blending the art and science of content-creation to make your publishing process easy, simple, and effective.
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presents
Content 101: How to Create Content People Actually Care About
JAY ACUNZO @Jay_zo
Jay Acunzo
Jay Acunzo is Director of Platform and Community at Next View Ventures and was previously the head of content production & strategy at HubSpot. He’s a former Googler and co-founder of Boston Content, a community of 300 local content producers and marketers. Some say he’s sarcastic. Others say that’s accurate.
Seriously, How Do I actually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO
Jay Acunzo | @Jay_zo
(BosContent.com)
Agenda:• Why Content? • How to Execute
– Revealing Patterns – Lean on Three Things – Visual Playbook
• Resources • Q&A
(More) !
(Less)
Outcome:
A Story…
A Story…
Sit through THIS, sucker!
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
Why Content?
(ASIDE FROM THE BUZZ DU JOUR)
To be a great modern marketer is to accept
1 simple truth:
@Jay_zo
To be a great modern marketer is to accept
1 simple truth:
Consumers have all the power.
@Jay_zo
To be a great modern marketer is to accept
1 simple truth:
Consumers have all the power.
Period.
@Jay_zo
Three Causes
@Jay_zo
Media
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
How to Execute
(OR, “HELP! HELP! MY BOSS WANTS ME TO, LIKE, WRITE STUFF NOW!”)
@Jay_zo
At HubSpot…• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads
Title and Content Layout with List• Add your first bullet point here • Add your second bullet point here • Add your third bullet point here
@Jay_zo
Holy Scale, Batman!
@Jay_zo
Process, Infrastructure, & Foundation
How to Execute:2 Revealing Patterns
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
!25
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo
!26
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes to zero
Unpredictable traffic
@Jay_zo
!27
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by building inventory.
@Jay_zo
!28
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old posts and inventory of helpful content.)
@Jay_zo
On HubSpot’s Blog • 70% of traffic from posts older than 1 month • 50% of top 10 most viewed monthly posts older than 1 month
Huge inventory. Huge ROI.
@Jay_zo
How to Execute:Lean on 3 Things
PEOPLE | PERSONAS | PROCESS
@Jay_zo
1. People (Not HubSpotter.) (PhotoBomber.)
Why Do YOU Create Content?
@Jay_zo
2. Personas
[name] [demographic] [goals]
Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.
@Jay_zo
“Create content for marketers.”
“Create content for Mary.”
?
Who Is YOUR Persona? - 3 words to describe them - 3 problems they face - 3 adjectives for subsequent content
@Jay_zo
2. Process
@Jay_zo
2. Process
@Jay_zo
2. Process
What’s This Process Actually Look Like?
Goal
Planning Production Analysis Distributi
on
3. ProcessContent Team Workflow
@Jay_zo
Goal
Planning Production Analysis Distributi
on
3. ProcessContent Team Workflow STOP! Get These First…
• Personas
• Visual workflow tool (my favorite: Trello)
• Editorial calendar (spreadsheet or Google Calendar)
• Idea pipeline (Trello or Evernote)
• Match metrics to content @Jay_zo
3. Process
Core Content
Blog + “Atomize”
Email + Social
Paid & Partner
Promotion
Audience Outposts
Campaign Playbook
@Jay_zo
3. Process
Core Content
Blog + “Atomize”
Email + Social
Paid Promotio
n
Partners +
Outposts
Campaign Playbook
@Jay_zo
Turning This Wheel… • Core content first • Blogging as distribution • Email lists nurture, but
also GROW reach • Outposts = organic
audience acquisition • Paid: Taboola, Outbrain,
etc.
Goal
Planning Production Analysis Distributi
on
3. Process
Core Content
Blog + “Atomize”
Email + Social
Paid & Partner
Promotion
Audience Outposts
Content Team Workflow Campaign Playbook
@Jay_zo
Recap
Thank You! Questions?Free Resources
• Boston Content (boscontent.com) • Buyer Persona Template
(tiny.cc/persona) • Editorial Calendar Template
(tiny.cc/edcal)
Reading
• Content Rules (old but good) • Crap! The Content Deluge • The Elements of Content
Strategy • John Cleese on Creativity
(YouTube search) • The Accidental Creative
![[WEBINAR] Content Marketing that Actually Helps Sales](https://img.pdfslide.net/doc/110x75/5549e939b4c90518488b4d4f/webinar-content-marketing-that-actually-helps-sales.jpg)
